Disney To Launch Children’s Radio Network In UK
The Walt Disney Company is planning to take advantage of the relaxed radio ownership regulations to be brought in under the Communications Bill (see Government Confirms Relaxation Of Radio Ownership Rules), by launching a national radio network for children.
Reports suggest that the company intends to create a £50 million network of 24-hour regional radio stations, allowing high-profile advertisers direct access to their target children’s market.
According to today’s Times newspaper, Disney believes there is a gap in the market for such stations, with the BBC and other commercial radio groups doing little to target listeners aged between 8 and 15.
The new stations, which are likely to be regionally-based, will broadcast a range of pop music and entertainment news, alongside educational content. Each station will also feature teenage broadcasters and a children’s board of directors.
It is understood that Disney will join forces with Capital Radio to launch the stations and will this week apply for the licence to run a Capital Disney Station in the West Midlands.
Paul Robinson, managing director of UK Disney Branded Television, said: “The children and young teen market is a significant radio listening audience who just aren’t catered for at the moment. With Disney’s heritage in entertainment and Capital’s expertise in radio we can offer this age group a station that finally gives them what they want.”
A spokeswoman for Capital Radio today confirmed that the group is “perusing all possible opportunities” with Disney and is committed to extending its existing digital network on to the analogue format.
The proposed relaxation of the media ownership regulation will allow Disney to create a national radio network by securing licences across Britain’s regions. However, the new super-regulator, Ofcom, will have significant powers to regulate the content of each station in an attempt to prevent local radio from becoming formulaic.
Speaking at the Guardian Edinburgh International TV Festival last year, Anne Sweeney, president of Disney Channel Worldwide and ABC Cable Networks, ruled out the possibility of Disney acquiring UK broadcasting assets in the near future (see GEITF 2002: Disney Rules Out UK Broadcasting Acquisitions).
Sweeney, who is generally regarded as one of the most powerful TV executives in the world, welcomed the Government’s proposals to relax foreign ownership regulations, but insisted that Disney had no “specific plans” to acquire any TV or radio assets.
Capital Radio: 020 7766 6000 www.capitalradiogroup.co.uk Disney: www.disney.go.com
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